Ad sales: Dealing with objections

Transcript

1. S Flipping Objections On The Spot! www.360AdSales.com Ryan Dohrn, Founder Ryan@BrainSwellMedia.com @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
2. Objection #1: Word of mouth is my best marketing vehicle. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
3. Ryan’s Reply… The problem with W.O.M. is that you lose control of your marketing message. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
4. Objection #2: I am not seeing ROI from print advertising. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
5. Ryan’s Reply #1… What were your expectations for your print campaign? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
6. Ryan’s Reply #2… It sounds like you are looking for a direct response from your ad? The problem is that your product is too expensive for DR. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
7. Ryan’s Reply #3… Were your expectations realistic compared to what you spent on the ad? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
8. Ryan’s Reply #4… How does branding play a role in your total marketing plan? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
9. Ryan’s Reply #5… You grow your reputation by affiliation. Good or bad. Affiliation with us and other advertisers. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
10. Objection #3: I am moving my ad dollars to social media. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
11. Ryan’s Reply #1… Cool. What are your plans? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
12. Ryan’s Reply #2… How much time per week do you plan to spend managing your social media? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
13. Inc.com reports that successful marketers spend 15-20 hours per week on social. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
14. Ryan’s Reply #3… Social media marketing used to be cheap. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
15. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com Source: Nielsen
16. https://www.hochmanconsultants.com/cost-of-ppc-advertising/
17. Objection #4: I have no ad budget. Or… My budget is spent for the year. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
18. Ryan’s Reply #1… If money was not an issue do you like the idea? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
19. Ryan’s Reply #2… If you like the idea do you find value in what I have presented? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
20. Ryan’s Reply #3… When you think about your competitors or your perfect customer … how do you want to be perceived? Do you want to be perceived as present, competitive or dominant? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
21. Your competitors offer me so much for FREE! Why not you? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
22. Ryan’s Reply… There is a reason they can do that. What do you offer for free to your customers? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
23. Objection #5: I need to talk to my partner about this. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
24. Ryan’s Reply… Great. Lets set a time to chat. I don’t want to call you 5,000 times and email you 10,000 times… what about setting a time to chat next Tuesday at 3pm? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
25. Objection #6: Can you write an article about me/us? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
26. Ryan’s Reply… Are you joking.. Heck no! @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
27. Ryan’s Option #1… You bet. We have three options to get you on our web site or in print. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
28. Sponsored Content Proposal Presented to: David Kelley, Amtrak Presented by: Ryan Dohrn, Sales Pro Magazine Overview: This proposal is focused on aligning the Amtrak brand with three articles being written about business travel in Sales Pro Magazine and online at SalesTrainingWorld.com. This unique series will feature an Amtrak spokesperson as a subject matter expert in each article. It will also feature unique Amtrak branding and photos in all components of the campaign. Maximum Exposure Sponsored Content Plan: 1. Each month a two-page article of 1200 words or less with photos is featured in Sales Pro Magazine. Amtrak is a positioned as a subject matter expert (SME) in the article. Total monthly readers, 55,000. 2. Article will be featured online at SalesTrainingWorld.com . Total monthly unique readers online 15,000. 3. Article will be promoted two times each week on the STW social media channels. Total monthly reach estimate of 75,000 readers. 4. Article will be mentioned in one monthly eNewsletter push to 5,700 readers. Monthly reach of campaign: 150,700 readers Monthly value of the campaign: $6500 DISCOUNT for multi-media buy: - $1250 Actual cost: $5250 per month Smart Exposure Sponsored Content Plan: All of the Maximum Exposure Plan above minus Print. Monthly reach of campaign: 95,700 readers Monthly value of the campaign: $5900 DISCOUNT for multi-media buy: - $950 Actual cost: $4950 per month Basic Exposure Sponsored Content Plan: All of the Smart Exposure Plan minus Print and Social. Monthly reach of campaign: 20,700 readers Monthly value of the campaign: $3500 DISCOUNT for multi-media buy: - $350 Actual cost: $3150 per month Note: All value based pricing above is based on a minimum three month campaign.
29. Ryan’s Option #2… If you support us, we can support you. We often feature our advertisers in articles. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
30. Ryan’s Option #3… Writing an article about you will not give you the bang for your buck that you need to meet your marketing goals. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
31. Ryan’s Option #4… Our readers have come to expect a high level of integrity from us. They would see right through that idea and it might make you look bad. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
32. Advertisers are creatures of habit. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
33. What are the chances you will get a new objection you have never ever heard? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
34. Failing to plan is planning to fail. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
35. Plan the sales call to better handle objections. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
36. Why do sports teams run plays? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
37. Typical Sales Call… 1. Meet and greet. Truly mostly BS. 2. Identify client goals. You ask they tell. Typical answers. 3. Gather info to create your proposal. 4. Look through the media kit. Handle objections. I have no money , blah blah blah. 5. Close. How about a proposal? @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
38. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com Revised Sales Call… 1. Meet and greet. Build trust fast. Cut to the chase? 2. Share success stories to prime the conversation and beat objections. 3. What do you think? SHUT UP! 4. Ask questions if needed before you present your ideas. 5. Present your ideas. 6. Handle last objections. 7. Close.
39. You can handle most objections with a success story. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
40. 1. An advertiser that took a chance with you and the ad worked. And, they kept running with you. 2. Staff Growth, An advertiser that had 5 employees before advertising with you and now has 25. 3. An advertiser that has expanded locations. 4. An advertiser that increased frequency. 5. Advertisers that have changed the size of their ad with you do to success. @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com Components of a great advertiser success story.
41. 20 More Ideas! @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com
42. www.360AdSales.com
44. S Flipping Objections On The Spot! www.360AdSales.com Ryan Dohrn, Founder Ryan@BrainSwellMedia.com @ryandohrn – Ryan@BrainSwellMedia.com- www.360AdSales.com